Catalogs still play a critical role in driving business.

[prwhite]

After experiencing a decline in use, printed catalogs are now enjoying a renewed popularity, according to an InfoTrends study. About 64% of U.S. consumers regularly or almost always read catalogs they receive, and over 1/3[SUP]rd[/SUP] read them occasionally.

All age groups reported a strong engagement with catalogs, and older Millennials were particularly likely to read catalogs on a regular or very frequent basis. The vast majority of Millennials consider catalogs to be useful tools for learning about products. Go here for the results: http://blog.infotrends.com/?p=21647

 

[MailGuru]

From the study, "...................After experiencing a decline in use, printed catalogs are now enjoying a resurgence..............."


It's important to realize that the only reason catalogs went in to a decline in the first place, was due to a new USPS "catalog" category (during the 2006 pricing restructuring), which, increased the postage on mailing catalogs by over 300% !!!!. With such a heavy hit on their annual advertising budgets, the large retailers that routinely used catalogs, rationalized that they would no longer mail catalogs out en mass. Now, they are realizing that, regardless of the cost of postage, catalogs (and direct mail advertising) still gives them the most bang for their buck and the highest ROI.

It's always been that way, and, always will be in the future.

Why?

Because, unlike emails or online ad methods, print is "permanent". That is to say, you may not read that catalog the day you get it out of your mail box, (it'll just get dropped on the living room table, or kitchen counter), but, a few days later, when you have the time, you probably pick it up and browse through it. Online methods do not have that longevity. They are immediately there, then, immediately deleted and gone

 

[dabob]

The best argument Ive seen for catalogs is . . . . http://tinyurl.com/kfc63pp . . .

 

[MailGuru]

Agreed dabob!


As a young lad growing up, I still remember the excitement of receiving our annual Sears & Roebuck catalog. Throughout the year, those pages probably got more use, worn & torn than any other book in the house.


Interesting to note that soon after Sears discontinued the printing and mailing of their catalogs, they began to have severe financial troubles. I wonder if one has anything to do with the other?

 

[Keith]

Why do a lot of people act like books and paper are some kind of ancient, mystical artifacts that have been dead, buried, and unseen for centuries?

 

[Shawnd]

And yet Victorias secret announced they will no longer print/mail catalogs stating they saw no declines in test markets.

 

[MailGuru]

................. they saw no declines in test markets.

Mmmmmm............depends on how many markets they tested, and, for how long the tests took place. Interesting how sometimes, "test markets", have nothing to do with reality. Time will tell.........................

 

[dabob]

Why do a lot of people act like books and paper are some kind of ancient, mystical artifacts that have been dead, buried, and unseen for centuries?

The same ones that want their phone number to resemble an IP address . . . 825.235.2651 instead of (925) 123-5632 . . .and then they have to put phone next to it so people will know what it is . . .

 

[formcor]

Why do a lot of people act like books and paper are some kind of ancient, mystical artifacts that have been dead, buried, and unseen for centuries?

Catalogs continue to play a crucial role in multi-channel marketing. Knowing your audience and crafting these materials with a holistic viewpoint is key to increasing sales.